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Full text of "Good advertising : and where it is made"

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PLEASE HAVE THIS BOOK AVAILABLE 



FOR QUICK REFERENCE 



DURING OFFICE HOURS 



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ALL 


THE 


STRINGS 


OF 


THE 


BUSINESS 


CENTER 


IN 


M R. 


BATES' PRIVATE 


OFFICE 



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GOOD 

Advertisin 

AND WHERE IT IS MADE 




CHARLES AUSTIN BATES I 

VANDERBILT BUILDING, NEW YORK 






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My business is the necessary one ot 
selling goods by the use of type, 
ink and paper. 

It requires, first, a definite plan 
made to fit the business under consid- 
eration. The plan varies according 
to conditions and the result desired 
just as the plans tor a cottage and a 
skyscraper differ in design and detail. 

The ability to make a successful 
plan, either in advertising or in archi- 
tecture, must come from training, 
experience, and perhaps some natural 
aptitude. 

A business man uses law, medicine, 
architecture and advertising. 

The wise man buys what he needs 
of the training and ability of special- 
ists in each line and so leaves his time 
and mind free for the practice of the 



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things for which he is fitted by his 
own aptitude and training. 

A good working plan secured, the 
rest is detail — but it is important 
detail, the execution of which calls 
for a technical skill that is acquired 
only by long and studious experience. 
No matter what natural ability a 
man may have, a knowledge of types 
and inks; of engraving, electrotypes 
and presses; of drawing and painting 
and writing; of newspaper rates, cir- 
culations and values, is not born with 
him and must be secured by either 
training or purchase. 

The fact that no one man can 
possibly learn and know all of the 
details of all of these things is the 
force which has led me to gather 
around me the staff" and equipment 






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THE 


YOUNG MAN 


WHO 


TAKES YOUR 


C A R D I S 


C H !•: l'. R- 


FUL 


AND 


POI.ITE 




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of which the pictures in this book 1 
give evidence. % 

It is the onlv equipment of its kind j 
in the world. 1 

And there is no least part of it I 
that is not necessary in the operation | 
of a really efficient advertising 
agency. 

I call it an advertising agency for 
want of a more satisfactorv name. 

We do all the work of the old- 
style advertising agent, but the work 
that we do that he does not do is the 
most important of all. 

His work represents twenty-five 
per cent of the whole. 

Ours is one hundred per cent. 

We start with the proposition that 
good advertising can be profitably 
used in any business. | 



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THE FINANCIAL END 
OF THE BUSINESS 
IS IN GOOD HANDS 




Any business can be increased by 
some form of advertising. 

And advertising means more things 
than are usually considered. 

When we say advertising w^e mean 
anything which brings to possible 
customers a knowledge of the facts 
about the business. This may be 
done by word of mouth, by letter, 
by printed circulars, by newspaper 
space, bulletin boards, street car 
cards, signs, or otherwise. 

The first thing to find out is the 
kind of advertising required by the 
business under consideration, and the 
quantity of such advertising that can 
be purchased for the amount of 
money available. 

Our prospective customer knows 
the kind of business he wants, and 







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THE G E N E R A L 
MANAGER IS THE 
MOST MODEST MAN 
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the amount of cash he is willing to 
devote to its acquirement. On these 
facts we base our plan. 

Our prospective customer comes 
to us with the facts about his goods, 
his methods and his advertising 
appropriation. We pump him for 
all the information we can get. 
When we feel that this information 
is reasonably complete we study the 
proposition and outline a definite 
plan completely, down to the small- 
est detail. 

This plan, in writing, is submitted 
for our client's approval and is then 
subject to his criticism and we are 
open to any suggestions for its better- 
ment. 

For the work so far we make a 
reasonable charge, and at this point 






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our client is free to take his plan and 
have it executed elsewhere, or not to 
have it executed at all. 

If our plan, or a modification of 
it, is adopted, and we are given the 
order for its execution, the amount 
of the fee charged is credited on the 
first bill for work executed. 



After the plan is approved, the 
specifications and all the information 
available are transferred to our liter- 
ary department. 

In this department eight writers 
are available, and the necessary 
writing is done by the one whose 
training best fits him to handle the 
matter in hand. 

In this department is a pretty 



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comprehensive library ot books, trade 
papers, catalogues and advertising 
matter of every description. It is 
hardly possible that a subject can be 
presented on which there is not on 
file considerable information. It is, 
in fact, rather unusual that a subject 
is presented on which we have not 
already done satisfactory w^ork. 



From the literary department the 
work passes to the art department 
for illustration, if illustrations are 
needed. 

In this department six artists, each 
with some particular and distinct 
ability, work under the direction of 
a competent head. As shown in the 









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pages of the leading magazines and 
trade papers, their work speaks for 
itself. 

The first work of the art depart- 
ment is to make preliminary pencil 
sketches which, with the literary 
matter, are sent to our client for 
approval or suggestion. Anything 
which at that time seems unsuitable 
or undesirable may be changed, or 
revised, or may be rejected altogether, 
when an entirely new substitute is 
made. 

When both matter and designs 
have been approved and our client's 
O. K. with his autograph appears on 
every piece, finished drawings and 
engravings are made. 

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work, the completed engravings and 



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le newspaper ana magazine 
department is in charge oi a man 
who knows the rates for space so well 
that we are satisfied to write in our 
contracts for such work, a positive 
guarantee that our client, in no case, 
shall pay more for the space he uses 
than is paid by anyone else under 
like conditions, and that if at any 
time it can be shown that anyone 
else does pay less we will make good 
the difference in cash. I think there 
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disposes of the question of '' who 
gets the lowest rates ? " 

If our client's work calls for news- 
paper and magazine space, the 
engravings and copy are handled 
from this department, and the client 
has no detail to look after except the 
detail of paying his bill promptly. 

If the matter is to take the form 
ot circulars, cards, letters, booklets, 
catalogues, or any of the many other 
forms of printing, the engravings and 
copy go to the printing department, 
which is fully equipped for the execu- 
tion of such work as we do. 

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sufficient volume to permit us to 
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EACH CLIENT'S MATTER 
IN A BOX OR AN EN- 
VELOPE READY FOR 
INSTANT REFERENCE 



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to other printers, and which give our 1 
client's work a distinctiveness which 
adds materially to the force of the 
advertising. Of some varieties of 
paper and cardboard we are perhaps 
the largest consumers in the country, 
and we carry these particular things 
in stock in larger quantities than any 
jobbing paper house in America. 

With the copy and engravings the | 
printers receive instructions, either 
from the literary or art department, | 
as to what is required in the way of 
type, ink and paper, and proofs are 
not sent to our client unless they are 
definitely requested. 



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T H E 


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R E Q^U I R E 


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client or to our own addressin 
department. 

In this department we are prepared 
to furnish lists of names for all pur- 
poses, and here also we keep on file 
the lists supplied to us by our clients 
for the execution ot their work. 
The lists of each client are kept 
separately, and the names on one 
list are not available for use on 
another. The lists supplied to us 
are always the property of our 
clients, and the information contained 
in them is regarded as strictly con- 
fidential. 

Mail matter for these lists is 
addressed at the required time and 
either mailed promptly at the New 
York post office or sent, by express 
or freight, so that our client may 



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have the matter dropped into his 
own post ofRce at the proper time. 

The output of this department is 
measured by millions every year. 

The point that we try to impress 
upon business men is that we are 
fully equipped in every way in every 
department for the execution of any 
and all kinds of advertising. 

Everything in legitimate advertis- 
ing is in our line, and we have the 
ability and equipment to handle it 
properly. 

As the business has grown it has 
been found expedient to locate 
branch offices in some of the larger 
cities to facilitate our work with 
present clients and to enable us to 
get promptly in touch with new 
ones. 



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worK IS executea in any of 
these offices, but the man in charge 
of each one, being thoroughly 
acquainted with our methods of work, 
is able to explain them more satisfac- 
torily than could be done by mail. 
He is able also to get from our clients 
the kind and quantity of information 
that we require before we can do the 
best son of work. 

The location of these offices is such 
that there is no point east of St. Louis 
or north of Washington that is more 
than a dozen hours away from us. 
Within this territory we are ready to 
go to any place, at any time, to 
place our proposition before the man 
who means business. 



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THE MANAGER OF THE 
CHARLES AUSTIN BATES 
SYNDICATE DOES BUSI- 
NESS WITH SEVERAL 
THOUSAND MERCHANTS 



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The Charles Austin Bates Syndi- 
cate does business with thousands 
retail merchants. Although it is 
called a Syndicate, it offers a service 
which differs from that of any other 
advertising syndicate in the world. 
It offers real help to the average 
retailer in the smaller towns in pre- 
paring effective and business-bringing 
advertising, and this help is furnished 
at a comparatively small expense. 

An initial fee of ten dollars secures 
the service, one of the greatest privi- 
leges of which is that of buying cuts 
at the cost price of sixteen cents each. 

While this is an important part of 
the service, it is not the entire service 
as the ten dollars alone, without the 
cut privileges, pays for help of an 
invaluable kind to every retail 



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THE 


BUSINESS IS ONE 


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merchant in the way of advertising, 
good store keeping, window dressing, 
changing from credit to cash, and all 
the other problems which v^ex the 
average retail merchant. 

In addition to this particular ser- 
vice the Syndicate also has a service 
for larger retailers who desire special 
cuts made for them, and who wish 
special ads written for them. This 
service costs more than the other 
plan, but less than such helpful work 
would cost by any other method. 

The business done by The Charles 
Austin Bates Syndicate, while small 
in its individual items, is immense in 
the aggregate. 

The retail merchant is the bone and 
sinew of this great country. Upon 
him the manufacturer and iobber 



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PROOFS OF 10,000 SYN- 
DICATE CUTS FOR 
RETAILERS RE(^TRE A 
ROOM FULL OF SHELVES 



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A BOOK OF 


READY- 


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ADS IS 


PRINTED 


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TANT 


RETAIL LINE 



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depend for the sale of their goods, 
and it is therefore of the greatest 
importance to these same manufac- 
turers and jobbers that the retail 
merchant shall be supplied with that 
sort of advertising, which will help 
him sell the most goods at the best 
profit in the shortest time. 






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TONS OF CARD AND 
PAPER STOCK ARE CUT 
UP E\'ERY MONTH 




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PHILADELPHIA OFFICE 
DREXEL BUILDTNCi 




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I) I-. T R O I T C) F F I C 1". 
MAIESTIC Bl^ILDINd 



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The Charles Austin Bates Build- 
ing is in course of construction at 
Longacre Square, New York City. 

It will be sixteen stories high, and 
when completed will represent an 
investment of $250,000. It will con- 
tain 35,000 square feet of floor space, 
all of which will be utilized in the 
different branches of the business, 
described in the preceding pages. 
There will be plants for engraving, 
electrotyping, printing and binding. 
There will be floors for the exhibi- 
tion of machines, inventions and 
manufactured articles of foreign and 
domestic concerns which seek a 
market in New York and surrounding 
States. The exposition department 
will act also as selling agent, and will 
contract for the exploitation and 



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actual sale of goods, by advertising 
and otherwise. There will be room 
in the building for about two hun- 
dred exhibits of varying size. 

It will be the only important 
building in any city of the United 
States the entire space in which is 
devoted to the advertising business. 

Not only will it be devoted solely 
to advertising but to the business of 
a single concern. 






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GOOD* 

ADVERTIJl 

d^nd Vr here it is m^de 




CltARIFJ^ 41 /TIN BATEX